BREEZE MOBILE 3.0
A self-directed research study for Metro Atlanta’s mobile ticketing app.
Purpose
The purpose of this project is to redesign the Breeze Mobile 2 app, MARTA’s official platform for fare purchases, to create a more user-friendly, engaging, and technologically advanced experience. MARTA is a vital public transportation network serving Fulton, Clayton, and DeKalb counties, including destinations such as downtown Atlanta, the airport, and major event venues like the Mercedes-Benz Stadium.
research question
Which factors of UX/UI design will encourage ridership and app adoption?
goal
The revamped app aims to address the diverse needs of MARTA’s user base while ensuring reliability, accessibility, and convenience.
The
process
Empathize
- Literature Review
- Observation
Through a literature review and firsthand observation, we analyzed MARTA users’ behaviors, needs, and frustrations, comparing app users to those relying on ticket machines to identify key pain points.
Define
- User Personas
- Journey Mapping
Development of detailed user personas representing MARTA’s diverse riders and mapped their current journey to uncover friction points and areas for improvement.
Ideate
- Solution ideation
- Lo-fi wireframing
Using insights from research and journey mapping, we brainstormed and prioritized features that enhance usability, accessibility, and engagement to create a more user-friendly transit experience.
User persona overview
designing for people of all ages
Our user personas represent a diverse range of MARTA riders, ensuring that the redesigned Breeze Mobile app is inclusive, accessible, and user-friendly for people of all ages, backgrounds, and technological comfort levels.
By considering the needs of young event-goers, working professionals, and retirees, we highlight the varying motivations and pain points of different user groups.
user
journey map
The current Breeze Mobile app meets basic transit needs but lacks a user-friendly experience. Riders encounter multiple friction points, from difficulty in purchasing fares to a lack of real-time updates and safety features. The app does not integrate well with modern payment methods, leading to frustration and increased reliance on physical ticket kiosks.
In transit, users lack confidence due to missing live tracking and crowd-level predictions, reducing their sense of control and comfort. Upon arrival, the app offers no guidance on transfers, walking directions, or nearby amenities, limiting its usefulness beyond fare purchases. As a result, retention is low, with riders using the app only when absolutely necessary rather than adopting it as a valuable transit companion.
identified influences
the problem
The current Breeze Mobile app fulfills basic transit needs, but fails to create a seamless, engaging, and user-centric experience. Users encounter friction from the lacks of payment integration, real-time updates, and features that promote safety and convenience.
These gaps lead to a reliance on physical ticket stands and alternative sources of information, reducing user satisfaction and retention. MARTA’s rider base requires a more intuitive, reliable, and technologically advanced platform to enhance their transit experience and encourage long-term adoption of the app.
making enhancements
the solution
A redesigned Breeze Mobile app with a user-friendly interface that prioritizes safety, convenience, and engagement will create a more enjoyable and frictionless MARTA experience. By incorporating the following features, the app will meet the diverse needs of users while fostering a stronger connection with the MARTA system.
information architecture
simplified,
but maximized
The information architecture of the Breeze Mobile app is designed to prioritize ease of navigation, accessibility, and efficiency. The structure is organized into clear, high-level categories—Home, Ride, and Profile—aligning with user needs at different journey stages.
Key features like fare management, route planning, and real-time updates are streamlined under intuitive subcategories to reduce friction. Onboarding and sign-in are placed upfront to ensure a smooth entry point, while essential actions like reloading the Breeze Card and accessing directions are easily accessible to enhance user engagement and convenience.
a work-in-progress
This project is a conceptual case study and a work in progress, conducted as part of a UX design exploration. It is not affiliated with or officially endorsed by MARTA. All research, analysis, and design decisions are independently created to improve the user experience of the Breeze Mobile app.
Thanks for taking the time to get here +
stay tuned to see the finished product!
-KP
Keisha Patel 